How to do internet and website marketing for a business

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Online marketing is complex. Learn the basic strategies behind marketing a local business online. Written by Internet & Online Marketing Consultant Mike Myers in Houston TX. 281-883-2855

Online marketing is complex. Learn the basic strategies behind marketing a local business online. Written by Internet & Online Marketing Consultant Mike Myers in Houston TX. 281-883-2855

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  • 1. How to Promote Your Business Online By Mike Myers, Senior Internet Marketing Consultant• Every business has different, unique needs• Even when in the same industry and city• But the Techniques and Tools to promote your business are essentially the same• It’s just a matter of applying those tools and techniques to the specific needs and goals of your organization in order to develop a strategy and budget• This presentation is designed to give you a high level overview and summary of the latest web marketing strategies that your business needs to consider, utilize, implement and manage IF the goal is to maximize your web presence By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 2. Search Engines are the first place people go to find a product or service Ask Network, AOL, Inc., 1.50% Microsoft Sites, 2.90% 14.80% Yahoo! Sites, 15.20% Google Sites, 65.60% Google is the Most Yahoo, Bing, Ask, AOL, etc. Competitive and thus are a lot less expensive and Most Expensive and difficult to “dominate” as a Difficult Place to Promote result of less competition. Your Web SiteYour strategy should include marketing / targeting all search engines for maximum exposure and lower overall cost per lead thru distribution of marketing dollars By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 3. • Sponsored Ads (top / right / bottom) •There are many ways you can • Directory Listings Review Sites (directories / 3rd party sites) • Organic Rankings (yours)“be found” on Search Engines • Organic Rankings (3rd party sites) • YouTube Videos • Facebook & Twitter By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 4. As a Result, there are many things you must do to maximize your presence and Ability to Be Found Promote Claim Write Set-Up Create and Reviews Local Informative Pay-Per- Post (On YourDirectory Articles and Click Ads Videos Sites and Blogs Listings 3rd Party) Add Your Business to Set-Up & Set-Up & Third Party Manage Manage Sites & Facebook Twitter Directories Create Backlinks that Boost YourSite.com By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 5. Before Promoting Your Site – Make Sure it’s Optimized for Maximum Relevance, Efficiency and Lead Conversions Keyword Keyword & Relevant W3C Keyword Brand Titles,Load Time Compliance Relevant Relevant Descriptions, (no errors) Pages Headlines, URL’s Content Set Up for Quality Ease of Use Analytics (Navigation) Design & Goals Site Map By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 6. Important Ways to Help Convert More Visitors into Leads Build Instant Credibility Read Customer Reviews Product / Company Comparisons Multiple Methods of Contact & Special Offers Incentives By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 7. Track, Report, Analyze & Optimize• You MUST figure out a way to track every single lead and lead source accurately• You MUST figure out a way to analyze all web data monthly (Google Analytics, paid advertising results, etc.)• You MUST figure out a way to manage those leads as efficiently as possible once they come in• You MUST have a solution in place to provide instant and automatic responses to leads / inquiries coming in thru the web or by phone via email / web based techniques like auto-responders, web forms, live chat• You MUST assign responsibility internally to go from lead to opportunity to sale as quickly, accurately and efficiently as possible• You MUST figure out a way to track all sales by lead source and by staff member thru to the sale in order to identify the Return On Investment (ROI)• And there ARE solutions and resources available for you right now• Every month you should know…how much time & money you spent on your web marketing, how many impressions, visits, likes, follows, calls, emails, web leads and what your updated keyword ranking reports are for certain keywords based on articles, blogs, link building work was done By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 8. How to Proactively Drive NEW Visitors to your Website Videos that are Pay-Per-Click First Page Links seen on First Ads in Google, to Your Site for Page for Your Yahoo, Bing Top Keywords Top Keywords Posts to blogs and social CitySearch media sites can YP.com Third Party Sites Facebook be found on Yelp (caution) & Directories (Ads & Content) First PageContent Specific Sites related to Keywords in Content Display / Banner Ads Seen on Third Party Top Organic Websites and in Facebook By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 9. How to Build Brand Awareness for Your Business Pay-Per-Click (4) Pay-Per-Click (3) Bid on searchesPay-Per-Click (1) Pay-Per-Click (2) Show up for your Bid on Top Bid on Your consistently for products/servic Brand Own Name to Every Top es that include Competitor Protect Your Keyword on “Best, Top, Names Name & Brand First Page Recommended” Banner Ads (3) Banner Ads (4) Banner Ads (1) Banner Ads (2) Remarketing Facebook Ads Mass Marketing Select Niche / ads can be seen allow you to do in your Target Targeted Sites wherever your target specific Markets (All and Networks lost visitors or demographics Sites / based on User returning and geo- Networks) Types customers go targeting
  • 10. How to Proactively Build a Positive Reputation / Brand Reviews (1) Reviews (2) Reviews (3) Reviews (4) Proactively Create a Post / Repost Carefully ReplyMonitor Twitter, Controlled Site Positive Reviews & Resolve allFacebook, Yelp, where you can thru your Blog, Negativeand other Sites ask Customers Facebook, Reviews withinfor Mentions of to Review Your Twitter and Reason Your Name Product/Service Push to Google Reviews (5) BBB and Other Banner Ads (1) Banner Ads (2) Post Links to 3rd Party Sites Remarketing Facebook Ads Your Reviews on including any ads can be seen allow you to do YourSite.com pages that can wherever your target specific (if hosted on prove your lost visitors or demographics other trusted license or returning and geo- site it can be credentials customers go targeting more beneficial) Articles & Blogs Videos Create Frequent Same as Articles Articles / Posts & Blogs…create that provide qualitative qualitative, helpful info for helpful prospects & information customers By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 11. How to Track & Evaluate Your Marketing Efforts Impressions Visits / Clicks Leads (Number of Unique and Calls, Live ChatCost (Time and Times Your Ads Return Visits. Emails, Web Cost Versus or Company Organic and Forms.Results – ROI) Name is Viewed Paid. By Site and New and Return by Target Combined. Customers Audience) Page Activity Searches for Keyword Who, What, Competitive Your Company Analysis when, where, Analysis if more Name (indicates How are they how, why: effort or budget awareness and finding you. New visitors. needed to demand for What are you Time on Site. compete your business ranking for. Activity. Identify Internal Test & Try new Ways to Convert offers and more Leads into promotions to Sales (call see what works results, lead best time, etc.) By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 12. Options Available to You Do It Yourself Or In-House Outsource to(Time, Expertise, Experts that have Keep doing the Relationships, proven track same / nothing Learning, record and canEvaluation, Staff facilitate all needs Costs & Time) By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 13. Basic Recommendations and Options Type of Listing Cost per Click Third Party Service Costs Work Required Guaranteed ResultsDirectory Listings $0.00 Designed for Business Claim, Update, Add Content as Shown to users based on Owner to Manage Available keyword, proximity, reviews, content, confirmed listingOrganic Listings (SEO) $0.00 Varies dramatically based • Set-up of webpages for maximum No. If paying 3rd party establish on man-hours, goals, optimization when indexed by benchmarks and expectations. effort search engines (code, content, links) • Backlink Article creation & publishing • Ongoing analysis of your site and competitor sites and rankingsPaid (Pay-Per-Click) $0.10 - $50+ Varies by Company • Keyword research & selection Yes in regards to generatingaka Adwords but also (varies based on • Set-up geo-targeting visits. No guarantee onavailable on other specific keywords • Create Ads & Ad Groups performance in regards to sales,search engines and competition • Set & manage keyword bids leads, ad positions. These must • Set & manage budgets be reviewed and analyzed • Set-up tracking continuously for improvement. • Ongoing analysis & modifications as needed • Stay in compliance with publisher guidelinesThird Party Varies Varies by Company • Contact all relevant third party Varies by company.Directories directory listing sites. • Set-up listing with proper info. • Review resultsPaid Display / Banner Cost per thousand Varies by Company • Create Banner Ads with purpose Yes in regards to generatingads Impressions Varies • Publish to Ad Networks/Sites Impressions, but usually not • Track and Monitor Results visits, sales, leads, etc. By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 14. This shows all elements working together. Paid andPutting it Altogether Organic Efforts are Fed thru Website your Web Network.The Big Picture All Activity is Tracked andHow to Build + Promote + Grow Twitter Facebook Analyzed.Your Web Presence Build Your Web Network Reviews YouTube Blogs & Info Sites TRACK Write & REPORT Search Publish ANALYZE Articles Ads Interact OPTIMIZE Site / with TV, Radio, Directory Keyword Visitors & Print Listings Optimize Create, Followers Grow, Promote Manage Your Presence Business Reputation Create Publish Facebook Monitoring & Videos Management Videos Ads Link Banner Building Ads By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 15. Getting Started STEP 1 - Analysis Website, Existing Data, Competition, Budgeting Needs STEP 2 – Build / Update / Optimize Your Web Network Website, Facebook, Twitter, Blog, Info, YouTube, Review Connect Together STEP 3 – Promote & Grow Your Business Create & Publish Articles (Blog, Facebook, Twitter, Info) Create & Publish Videos (Blog, YouTube) Create & Publish Ads (Google, Yahoo, Bing, Directories, Facebook) Create & Distribute Link Building Articles TV, Print, Radio STEP 4 – Track / Report / Analyze / Optimize Total Ads, Impressions, Visits, Calls, Leads Manage & Grow Leads Track ROI By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc.(281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com
  • 16. Questions Needed to Determine the Proper Budget for Your Marketing What is your primary business, products, services? Who are your top competitors by name & website? Where are you trying to promote your business (city/cities, states, national?) What is your current advertising budget and strategy? What are your goals (growth, new locations, new sales)?How often do your clients purchase from you (1x or as needed / frequently – how often)? For a Free, No Charge Initial Consultation and Analysis Contact Mike Myers (281) 883-2855 By Mike Myers, Senior Internet Marketing Consultant at ReachLocal, Inc. (281) 883-2855 | mmyers@reachlocal.com | www.Internet-Marketing-Consultant-Houston.com